According to figures from the Undersecretariat for Telecommunications, as of September 2019, the total number of mobile subscribers was almost 25.5 million, whose use is concentrated in social networks, search engines, email, music and vine platforms eo, basically. Javier Cueto, general manager Imagine Lab, warns that the flexibility and mobility of this type of devices allows to see and monitor different processes and business services, «as well as having a closer and instantaneous arrival channel with his team and customers». Francisco Norambuena, of ConvivenciApp, assures that with the intensive use of smartphones and tablets, it responds, to a large extent, to both the portability and the diversity of applications available for each format. «That’s why it’s no wonder that an SME inserts itself into this world through this type of tool, because they allow real-time management quickly and conveniently, which means, among other advantages, saving time.» It adds that, through an App, SMEs can make available to their customers services that they can access from their mobile devices, as well as send them notifications with advertising and marketing (promotions, news, etc.). CLEAR GOALSWhen an SME decides to develop an App, you should have clarity about how you will be using it. According to Gloria Templeton, senior manager of Deloitte, the most common mistake is to develop an app without actually understanding the true needs, expectations and pains that customers have and how this application could meet those needs. «Another common mistake is not to develop a strategy (however minimal) for the launch, maintenance and life cycle of the application, as well as not taking into account aspects such as usability, alignment with the objectives pursued by the company, in tune with the brand, among others.» The same is taken by Cueto, in pointing out as an error the focus on the «thing», on the product or technology, rather than on the internal or customer need and, from this, relying on technology to improve or transform processes or deliver a more powerful value proposition to their Customers. «It is key to this to be constantly raising needs and identifying opportunities and seeking support instances in mentoring or counseling.» WEB VS. APPThe decision to have a website, an App or both platforms will depend on many factors, such as the type of business or customers. «If the interaction involves a lot of data entry on long forms, a mobile app may not be the best way to achieve this and user adoption could be very low. A mobile app is ideal if the tasks that will be carried out with it lead to few quick and comfortable interactions», explains Templeton.According to the specialist, there is a complementarity on both platforms, although for several years many companies have It chose to develop a single responsive website that adapts to mobile versions and web versions, through screen size, controls, functions and others.